To Choose Or Not to Choose: How Time Versus Money Impact Choice Deferral

Time and money abound in everyday marketing communications. In five experiments, we demonstrate that simply reminding consumers of time (vs. money) increases the extent that they defer to make a choice. We further show that this effect is driven by the enhanced need for more information triggered by time-related thoughts.



Citation:

Han Gong and Jianxiong Huang (2019) ,"To Choose Or Not to Choose: How Time Versus Money Impact Choice Deferral", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 590-591.

Authors

Han Gong, Shanghai University of Finance and Economics, China
Jianxiong Huang, Nanjing University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Beyond Needs and Wants: How Networked Hyper-rational Economic Actors “Win” the Deal but “Lose” the Shopping Trip

Colin Campbell, University of San Diego, USA
Hope Schau, University of Arizona, USA

Read More

Featured

When Lack of Belongingness Means Bad News for the Planet: The Consequences of Low Belonging on Ethical Product Purchases

Ainslie Schultz, Providence College
Kevin Newman, Providence College
Scott Wright, Providence College

Read More

Featured

Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review

Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.